| Summary: | 碩士 === 朝陽科技大學 === 企業管理系碩士班 === 90 === This research aimed at investigated investor preference for the eight way of stock trading and the distribution of their concern on the benefits factors of the stock trading. From the aspects of individual characteristics, life style, benefit segmentation and data source, this research made an analysis and investigation on the basic variables in the best market segmentation of stock trading.
With the 500 questionnaires dispatched and the 391 valid questionnaires returned, the obtained data was analyzed with the SPSS statistic software. The data indicated that, on average, 1) the investors’ most preference trading way of stock trading is “Phone Trading” followed by “Net Trading”, with “Wireless Mobile Phone Trading” at the last ranking; 2) The benefits factors that investors concern most are low error rate of account, safety and reliability and low fees; 3) Financial and economic news reports, magazines and mass media are the main data sources for the investors’ decision-making.
For the investors’ preferences, this research, after making an ANOVA and factor analysis on the personal characteristics and life style, indicated that investors with the following characteristics preferred the “Person-to-Person Trading” manner: low educational background, being elder, being a professional investor, with higher trading frequency and living in the South. However, investors who are young, single, high educated, student and newfangled were partial to “Net Trading”.
In conclusion, this research drew up the market segmentation and the 4P marketing strategy on the basis of the investor preference to the ways
of stock trading and the differences in their preference.
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